Consumers make purchasing decisions partly based on packaging, especially when it comes to grocery items. The more secure the packaging, the more favorable impression they have if they are already familiar with the product. Metal containers provide greater security and durability than plastic or paper containers, which is why many shoppers perceive metal as a better packaging solution. It's also a very sustainable solution, which plays a significant role in shaping positive consumer perceptions about it.
Tapping Into Consumer Emotions
Food and beverage brands must satisfy their target customers by first understanding their values and emotions. Every product on the market generates unique perceptions and feelings among its intended buyers. Part of selling the product involves choosing the right packaging to connect the consumer's existing mindset with the product.
When people buy food, they have a different mindset than when they buy furniture or electronic appliances. While comfort and utility might be the first things they think of when buying furniture, taste and flavor are often what consumers think of first when buying food. But many people also want to be assured that the food or beverage is packaged safely so that it doesn't leak.
Metal packaging helps calm consumer concerns about freshness and durability so that perishable food can be preserved as long as possible for safe consumption. Whether it's tinplate or aluminum containers, metal packaging usually provides the most effective barriers between the product and the outside environment. That's why metal cans often fill up shopping carts. People know the food will last for a long time.
The values of safety and durability are easily communicated with well-sealed metal cans. By contrast, consumers don't necessarily have the same comfort level for plastic, cardboard or glass packaging. Part of the perception is influenced by how the product is illuminated with light in a retail store. Metal is naturally reflective of light, which helps it stand out from less shiny materials. People have learned to associate shine with quality, which is similar to how they view jewelry.
How Metal Cans Address Consumer Concerns
Every consumer has their own psychological profile that's tied to purchasing decisions at supermarkets. It's a given that most shoppers expect well-sealed packaging to protect food. Yet certain plastic packaging can connect food with toxic chemicals. Polyvinyl chloride (PVC) food containers, for example, are composed of phthalates, which are linked to various human diseases, according to a study published by the National Institutes of Health (NIH).
Consumers who have read up on packaging safety and sustainability are more particular about the packaging they consider acceptable. Not only do they prefer the best packaging for protecting food quality, they want to choose solutions that reduce the amount of packaging waste. The issue of sustainability is top of mind for many consumers this decade, as recyclable items have gained favor with global markets.
Metal cans do not require much convincing as to how they contribute to safety and sustainability. If a package is damaged during shipping, it's likely due to being made of a material inferior to metal. In that sense, metal containers generate instant perceptions of strength, whereas plastics and thinner packaging can cause consumers to evaluate the package more carefully.
The feel of the package adds to a sense of comfort due to sensory mechanisms in skin that connect with mood and memory. Smooth metal generates positive responses in consumer psychology tests, whereas rough material signals caution.
Keys to Getting Consumer Attention in Stores
Shine and smoothness are two important valued properties that metal provides consumers. The shine tells them premium metal packaging protects the integrity of the product while the smoothness equates to effective insulation. Touching the package can be the final stage in a purchasing decision after the consumer is lured by attractive visual elements that create interest in the product.
Premium metal packaging often includes coating or polish that enhances its luster. While plastic and glass can reflect light to generate interesting visual effects, metal has a more powerful and concentrated shine under any type of illumination.
Shape, structure, size and color are additional factors that attract eyeballs to certain objects. Metal is a supreme choice because it allows maximum flexibility for each of these factors. Aluminum is particularly an easy material to print on and to bend into any shape. Furthermore, metal allows the packaging designer to be artistic with visual presentation while appealing to the more cerebral values of sustainability.
With over a century of expertise, Desjardin.fr continues to lead the industry in providing premium metal tins that meet the needs of industrial clients around the world. Our metal tins not only offer durability, security, and sustainability but also enhance the psychological appeal of products packaged within them. By supplying high-quality metal tins, Desjardin.fr empowers brands to connect with consumers' desires for safety, product integrity, and environmental responsibility, all while reinforcing the emotional impact of their packaging. Trusted by global brands, our tins offer the perfect blend of design excellence and eco-friendly solutions.
